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Arlington, VA – Hundreds of millions of adults read news and magazine media each week. That finding and many others can be found in the newly released News/Media Alliance 2023 Market Report: News and Magazine Media: Providing a Trusted, Brand Safe Source for Reaching Engaged & Influential Audiences. The Market Report provides useful facts and figures on the news and magazine media audience and related benefits and advantages for marketers of advertising in print and digital news and magazine media.

A key overall finding of the Market Report is that the inherent value of the news and magazine media audience itself continues to be a huge benefit for advertisers due to their socioeconomic profile and strong purchasing history in several retail categories.

The report highlights the unique qualities of news and magazine media for advertisers, including a brand-safe environment; audience trust in and engagement with the advertising found in their products; a wealthier, more-educated audience than the average U.S. adult; news media reach of more than 116 million U.S. adult consumers, including 44 percent of adults; and magazine media reach of 224 million Americans in 2023.

The Market Report details how news and magazine media provide the best advertising strategies and channels to reach the desired audience(s). The report looks at key demographics of the news and magazine audience, such as income and education, as well as their buying and spending habits and their role as influencers in society which, taken together, make them a must-reach audience for advertisers.

Alliance Vice President of Research & Insights, Rebecca Frank said, “We are excited to have this data to help us evolve the understanding of the value of news and magazine readers for advertisers, which we hope will sustain ad-supported media into the future.”

Today’s news and magazine companies are publishers of original content, providers of marketing services and experts on their readers and communities. Their solutions encompass a variety of customer-focused marketing solutions, from standard print and digital advertising to events, research and marketing services.

“Nowhere else can readers find the quality journalism and content that our members offer,” said Alliance President & CEO Danielle Coffey. “From sports to politics to recipes to games to breaking news to investigative journalism, news and magazine media provide that brand safe environment where marketers can feel confident that their ads will always appear alongside trusted and credible content.”

This is the first combined report on the unified news and magazine media industry under the News/Media Alliance, which last year merged with MPA, the Association of Magazine Media. Alliance members represent many of the largest and most renowned brands in the magazine and news publishing industries representing $45 billion in combined annual revenue.

The 66-page Market Report includes research and statistics from a wide range of sources, including MRI-Simmons, Nielsen Scarborough, Edelman Trust Barometer and more, which paint a comprehensive picture of the value of the news and magazine audience for advertisers.

Highlights from the 2023 Market Report include:

Reach:

• Our products reach hundreds of millions of Americans.
• Print and digital newspaper reach nearly half of all US adults (116 million or 44%)
  • 45% of adult men engage with news media weekly, 43% of adult women.
• The US magazine audience reached 223.6 million Americans in 2023 (print + digital)
  • 87% of US adults have read a magazine in the last 6 months.

Valuable Audiences:

• The news media audience is well-educated and high-income, with a median household income $8K higher than the national average.
  • News audiences who access news via web/apps/mobile are younger (half are under age 44) and even higher-earning individuals.
• Nearly 9 in 10 Americans of all age groups have read magazine media in the past 6 months, with numbers increasing as age decreases.
  • Black, Hispanic and LGBT Americans all read more print magazines per month than the U.S. average.

Trust:

• Traditional media sources are more trusted than owned and social media.
• Magazine readers are trusted by their communities and influence others’ purchases and make recommendations.
  • Readers prefer magazines to internet, TV and radio on the topics of healthcare, automotive, vacation, finance, and food.

Spending Habits:

• News media reach not only high-value consumers, but those who make high-end purchases.
  • News media reach 58% of households that own or lease a hybrid or electric car, 58% of households that own stocks, and 51% of shoppers who spent $2500 or more on internet purchases in the past year.
• Nearly 8 in 10 magazine readers who see an ad in their magazine take an action as a result.
  • One in four readers looked for more information about the product/service, and one in five visited the advertiser’s website.

The Market Report is available exclusively to Alliance members on its website here (member login required). Advertisers and other who are not Alliance members who are interested in obtaining a copy of the report can request it here.

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Media Contact:
Lindsey Loving
Director, Communications
lindsey@newsmediaalliance.org

The News/Media Alliance is a nonprofit organization representing more than 2,200 news and magazine media organizations and their multiplatform businesses in the United States and globally. Alliance members include print and digital publishers of original journalism. Headquartered just outside Washington, D.C., the association focuses on ensuring the future of journalism through communication, research, advocacy, and innovation. Information about the News/Media Alliance can be found at www.newsmediaalliance.org.

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Credit: patpitchaya / iStock/Getty Images Plus via Getty Images

This Q&A provides additional background information and answers to common questions about the News/Media Alliance 2023 Market Report: News and Magazine Media: Providing a Trusted, Brand Safe Source for Reaching Engaged & Influential Audiences.

Q: What is the Market Report and what does it contain?

A: The 2023 Market Report from the News/Media Alliance is a comprehensive research report that provides revealing facts and insights that help inform publishers and advertisers about the value of our members’ products.

The 2023 Report features newly published data about news and magazine media, including audience size and demographics, reader consumption behavior, shopping trends, and more. The report grew out of previous work done by the News/Media Alliance, specifically the News Advertising Panorama and Magazine Media Factbook (member login required).

Q: Who is the audience(s) for the Market Report?

A: The audience for the Market Report includes those working in or with the news and magazine industry, including in advertising, marketing, editorial, audience engagement, and other aspects of providing engaging content to readers. There are hundreds of useful data points in the Market Report to help you gain additional insight into who, what, when, where and why readers engage with news and magazine media, including ads.

Q: Why did you combine the separate news and magazine reports?

A: We know that all publishers – news and magazine outlets, print and digital – face similar challenges and can help one another to position themselves for success. As our organizations merged in 2022, we represent a unified industry working toward shared goals, and so moving forward, we will release the data in a combined Market Report.

However, the report still breaks out separately data that is specific to news or magazines.

Q: What are the main highlights of the Market Report?

A: We see the most important findings that members and advertisers alike can draw from the report as laddering to four larger categories:

1. Audience Size: News and magazine media reach hundreds of millions of Americans.

• Print and digital newspapers reach nearly half of all US adults (116 million, or 44 percent).
  • Forty-five percent of adult men and 43 percent of adult women engage with news media each week.
  • Magazines reached 223.6 million Americans in 2023 (print + digital).
    • Eighty-seven percent of U.S. adults have read a magazine in the last six months.

2. Audience readership composition + demographic info: News and magazine media reach a wide group of valuable consumers.

• The news media audience is well-educated and higher income, with a median household income that is $8,000 higher than the national average.
  • News audiences who access news via web, apps, and mobile are younger (half are under age 44) and even higher earning.
• Magazines reach an engaged audience of young and diverse consumers.
  • Eighty-seven percent of white adults, 88 percent of Hispanic adults, 89 percent of Black adults, 91 percent of LGBT adults and 92 percent of Asian-American adults read magazines in the past six months.
  • Eighty-nine percent of Americans under age 35 and 90 percent under age 25 also read magazines in the past six months.

3. Opportunities for advertisers: News and magazine media reach people looking to make big ticket purchases and who take action on information they get from news and magazines.

• News media reach not only high-value consumers, but those who make high-end purchases.
  • News media reach 58 percent of households that own or lease a hybrid or electric car, 58 percent of households that own stocks, and 51 percent of shoppers who spent $2,500 or more on internet purchases in the past year.
  • Nearly eight in 10 magazine readers who see an ad in their magazine take an action as a result.
  • One in four readers looked for more information about the product/service, and one in five visited the advertiser’s website.

4. Trust: News and magazine publishers earn readers’ trust and they share our products with their friends and families.

• Traditional media sources are more trusted than owned and social media.
• Magazine readers are trusted by their communities and influence others’ purchases and make recommendations.
  • Readers prefer magazines to internet, TV and radio on the topics of healthcare, automotive, vacation, finance, and food.

Q: What else can I expect in the Market Report?

A: Other data in the Market Report include: Information about audience size and growth, reader demographics, purchase and spending behaviors, voting behavior, perceptions of news and magazine products, reader trust in news and magazine media, including ads; opinions about advertising fit with news and magazine content; and actions taken after seeing ads in news and magazine media.

Q: Where did the data come from?

A: Data and statistics in the 2023 Report came from some of the most trusted research companies in the field, including Nielsen Scarborough, MRI-Simmons/GfK, and Edelman.

Q: How can people use the Market Report?

A: Our vision for the Market Report and its predecessors has always been to inform any and all activities that publishers are using to help sustain their businesses. Examples include developing presentations and Media Kits for advertisers, developing new local outreach strategies, and refining advertising client targets based on these data points.

Q: Can I use content straight from the Market Report in my own presentations, and do I have to get permission first?

A: Yes! Members can use full slides or certain charts and graphs from the Market Report within presentations and in internal and external communications. We just ask that you attribute the information to “News/Media Alliance, 2023 Market Report, November 2023.” You do not have to get formal permission first.

Related Articles:

Press release: New Market Report from News/Media Alliance Provides Trends, Insights on Valuable News & Magazine Audience for Advertisers

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The latest research, trends and insights on the news and magazine audience for marketing and advertising professionals

The News/Media Alliance is pleased to provide the 2023 Market Report: News and Magazine Media: Providing a Trusted, Brand Safe Source for Reaching Engaged & Influential Audiences. The Market Report provides updated research trends and data points that highlight the continued enthusiasm for news and magazine media, as well as the strong credibility and trust news and magazine media enjoy with their readers. The Market Report’s insights on readership and audience preferences aid news, magazine and advertising professionals in their collaboration and enhancement of their advertising efforts.

The Market Report, published by the News/Media Alliance, represents many of the largest and most renowned brands in the magazine and news publishing industries, representing over 2,200 print and digital publications in the United States and globally, and over $40 billion in annual revenue.

News/Media Alliance members:

Access the Market Report – member login required.*

Non-members / Agencies:

If you are not a member of the Alliance, but you are interested in requesting the 2023 Market Report, please submit a request here for consideration to receive a copy.

* If needed, you can reset your Alliance password here. Please email membership@newsmediaalliance.org if you require assistance or have any questions.

Related resources:

View the press release on the 2023 Market Report here.

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News/Media Alliance President & CEO, Danielle Coffey stated, “We applaud Reps. Tenney and DelBene for introducing the Community News and Small Business Support Act and putting the needs of local communities first by supporting local news publishers, who provide critical journalism and information to Americans across the country. Without vital support such as tax credits for publishers and local businesses, publishers will not have the resources to continue investing in providing news and news deserts will continue to grow, making quality local journalism increasingly inaccessible to those who need it and allowing harmful mis- and disinformation to promulgate.”

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Our competition is not another news outlet in Philadelphia, it’s the 24 hour clock, it’s Netflix, it’s YouTube, it’s scrolling through Instagram. So how are you going to break through in someone’s day, so that they feel compelled to read your content, and further compelled to pay for that content. We think about this in terms of our content strategy in the newsroom, we strive to be useful, revealing and responsive, that’s the lens that we look through what we produce.

– Lisa Hughes, The Philadelphia Inquirer

Guest: Lisa Hughes, Publisher, The Philadelphia Inquirer

How can magazines and newspapers innovate to attract and keep subscribers in an increasingly competitive landscape? What must news and magazine publishers do to continue to keep their readers engaged over the long-term?

In this episode of News Take, Lisa Hughes, the first female Publisher of The Philadelphia Inquirer, joins News/Media Alliance VP, Research & Insights, Rebecca Frank, for an insightful conversation about the evolution of magazine and newspaper media during a time of rapid change. Hughes shares how she’s led with innovation at top magazine and news publications to introduce successful new products and brands that have kept readers and subscribers coming back for more. She talks about her very first experiences working in the magazine publishing business, and how she rose through the ranks to become a top executive at The New Yorker and Condé Nast Traveler before making the transition to Philadelphia’s flagship newspaper, The Philadelphia Inquirer, where four weeks in she found herself brand new and having to adapt and respond amid a nationwide shutdown due to the Covid-19 pandemic. She shares how innovative strategies and products, including live blogs, newsletters and gamification have been successful in driving audience engagement, as well as the potential of new platforms such as TikTok for meeting audiences where they are. She also talks about the risks and opportunities that come with new technologies such as generative AI and where she sees the technology having the most potential to optimize the reader experience.

Listen or download the audio file to listen offline:

Don’t forget to subscribe to the News Take podcast by clicking “Follow” and selecting your preferred podcasting platform, or click on your preferred platform: Spotify, Apple, Google.

Watch with video:

Speaker bio:

Lisa Hughes is Publisher of The Philadelphia Inquirer. As Publisher, Hughes brings to the role an impressive track record, having successfully transitioned an iconic print brand into a multi-platform, profitable business. Hughes is the first woman Publisher and Chief Executive Officer in The Inquirer’s 190-year history. Hughes is known as a skilled business executive who values and respects journalism. Under her nine-year leadership, The New Yorker, owned by Condé Nast, grew from a largely print-only magazine into a multimedia enterprise. Over the past decade, The New Yorker revamped its website and paid digital content strategy and built award-winning mobile apps. Hughes launched the acclaimed New Yorker Radio Hour and Podcast, and restructured The New Yorker Festival into a profitable business. She left the company at the end of 2017. Prior to The New Yorker, Hughes served as VP Publisher of Condé Nast Traveler for 10 years, steering that magazine through the most successful period in its history.

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Send us your suggestions

Send your suggestions for future News Take guests to Alliance VP, Research & Insights Rebecca Frank at rebecca@newsmediaalliance.org.

News Take Production Team:

Host and Executive Producer: Rebecca Frank, VP, Research & Insights, News/Media Alliance

Production Support, Editing & Distribution:

Georgi-Ann Clarke, Social Media & Content Manager, News/Media Alliance
Rachel Fox, Manager, Membership & Events, News/Media Alliance
Lindsey Loving, Director, Communications, News/Media Alliance

Audio & Video Engineer: Current Media Group

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